After years of rumors, speculation, and leaks, Apple today announced its long-awaited tablet, the iPad.

Chief executive Steve Jobs complemented the introduction of the new device with a new e-bookstore, called iBooks, together with partnerships with four major publishers, and showed off new versions of its iWork application and third-party applications. Apple launched the iPad in partnership with AT&T, for several reasons.

Jobs kicked off the company's launch event in San Francisco on Wednesday by highlighting the history of the company's mobile products. "We're the largest mobile device company in the world," he told the audience, showcasing the iPhone and the company's line of MacBook products.

"There is room for something in the middle," he told the crowd. "If there's gonna be a third category, it has to be better at [Web browsing, e-mail, photos, video, music, games, and e-book reader]otherwise it has no reason for being."

While netbooks have attempted to address the space, Jobs added, "netbooks aren't better than anything They're just cheap laptops."

The key, he insisted is the tableta new device the company has christened the "iPad," one of several rumored names, including the "iSlate" and, simply, the "Apple Tablet." The iPad features a 9.7-inch, full capacitive multi-touch IPS display, weighs 1.5 pounds and measures 0.5 inches thick"thinner and lighter than any netbook," according to Jobs.

Pricing for the iPad starts at $499  far lower than the early $1,000 projections of many analysts. The 16-, 32-, and 64-GB devices run $499, $599, $699  with an additional $130 for 3G capability. The device will begin shipping in March.

For the chipset, the company went in-house, designing a 1-GHz Apple A4, contrary to rumors that the device would be powered by an Intel or Samsung chip. The iPad comes in three capacities: 16-, 32, and 64GB. It features built-in 802.11n Wi-Fi, Bluetooth 2.1, an accelerometer, company, speaker, and microphone.

The iPad has a built-in iTunes store, for music playback. Itcan also do video, naturally, either via iTunes for movies and TV shows, or via third-party apps like YouTube and YouTube HD. The device syncs to Macs and PCs via USB, in much the same manner as the iPhone, so users can transfer content like movies and music from iTunes.

According to Jobs, the device gets 10 hours of battery life. "I can take a flight from San Francisco to Tokyo and watch video the whole time." It also features a month of standby time on a single charge, he said.

Apple is offering two 3G data plans for the device: $14.99 a month for 250-MB or $29.99 for unlimited data. "Data plans usually cost about $60 a month," Jobs told the crowd.

Contrary to early Verizon partnership rumors, the plan is available solely through AT&T. No contract is required. "International plans will be in place by June," Jobs added. Those uninterested in 3G data will be able to use the device with Wi-Fi, of course.

Jobs surrendered the stage to a number of content providers. First off, Mark Hickey from video game publisher Gameloft showcased a first person shooter for the device called Nova.

Travis Boatman from EA showcased a the upcoming title: "Need For Speed: Shift". "Building for the iPad is like holding an HD display up to your face," he told the crowd.

Martin Nisenholtz from The New York Times took the stage to show off "something special for the iPad." The paper's layout on the device mimics a standard newspaper. "We think we've captured the essence of reading the newspaper," he told the crowd. "A superior experience in a native application." The application also lets users play video, making newspaper reading a multi-media experience.

Developer Steve Sprang showcased an application called Brushes, which is already available as an iPhone app. In iPad form, the application takes advantage of the device's significantly increased real estate, offering a deep artistic canvas experience. The app, according to Sprang, will be available when the iPad launches. Chad Evans from MLB.com also showcased a new app for the device featuring live video.

Jobs then came back on stage to take a shot at Amazon's successful Kindle. "Amazon has done a great job of pioneering [e-readers]," Jobs told the crowd. "We're going to stand on their shoulders for this."
The new e-book reader for the iPad is titled, fittingly enough, iBooks. Apple partnered with a slew of major publishers, including Penguin, Harper-Collins, Simon & Schuster, Macmillan, and the Hachette Book Group to provide content for the device's online book store called the iBookStore.

Unlike the Kindle, the iPad displays titles in full color. The screen's animation lets users flip quickly through the pages of the book. Users can even change the font of the books they're reading. The device utilizes the nearly universal ePub format for its titles.

For more business-minded users Apple has developed a special iPad version of iWork, making it possible to create and view spreadsheets on the device. The device can also view slides in Keynote and PDF files via Adobe Acrobat. iWork applications will run $9.99 a piece and will be compatible with Macs and projectors.

Apple is also offering a number of accessories for the device, including two docks. The first is a picture dock, which lets the device stand upright for video and image viewing. The other has a built-in keyboard, transforming the iPad into a more fully functioning netbook of sorts. Apple's case also lets the device stand upright.

Brian Heater has worked at a number of tech pubs, including Engadget, Laptop, and PCMag (where he served as Senior Editor). Most recently, he was as the Managing Editor of TechTimes.com. His writing has appeared in Spin, Wired, Playboy, Entertainment Weekly, The Onion, Boing Boing, Publishers Weekly, The Daily Beast and various other publications. He hosts the weekly Boing Boing interview podcast RiYL, has appeared as a regular NPR contributor and shares his Queens apartment with a rabbit named Lucy.
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